We’re delighted to share a very special moment in the Ainsworth story:
We have been named Jewellery Retailer of the Year at the 2026 National Association of Jewellers Awards!
Announced at ICC Birmingham on Thursday 8 October, the award is a proud achievement for our whole team – and for the Blackburn family business that has been welcoming customers since 1870.
A national celebration of jewellery excellence
Ainsworth Jewellers has been crowned Jewellery Retailer of the Year at the National Association of Jewellers Awards 2026, securing one of the jewellery industry’s most coveted accolades for the fifth-generation family business.
The Blackburn-based jeweller was recognised for its ambitious brand refresh, its distinctive approach to luxury retail and its commitment to creating a more personal, educational and memorable experience for customers. The announcement was met with a big cheer of the night, reflecting the strength of the business’s relationships and the affection in which it is held.
The judges praised Ainsworth Jewellers for how it has evolved over the past 12 months while remaining true to the values that have underpinned the business for more than 150 years.
Ben Massey, CEO of the NAJ read out the judges’ comments at the awards ceremony in London, which said: “Ainsworth Jewellers has delivered impressive brand transformation and refresh, further strengthening its position as a luxury jewellery destination. At the heart of that transformation is a personal rather than transactional experience built around education and storytelling. This was backed by an exceptional mystery shopper score.”
The award recognises a strategy that has seen Ainsworth Jewellers evolve beyond the traditional jewellery retail model, investing in its brand, showroom and customer experience to create a destination built around expertise, craftsmanship and meaningful relationships.
Over the past 12 months, the business has introduced a completely new website designed to inspire and educate rather than operate as a conventional e-commerce platform. Supported by an investment in an in-house photography studio and equipment and chosen photography partner, Anna McMullan, the website showcases the individuality of each piece through authentic imagery and storytelling that brings gemstones, diamonds and craftsmanship to life.
The transformation has extended into the showroom on Darwen Street, where a new Champagne Bar, relaxed seating, private consultation rooms and a heritage timeline and museum have helped create an environment in which customers can take their time, explore their options and learn about the jewellery they are considering.
Ainsworth has also broadened its offering with a carefully curated lab-grown diamond collection and strengthened its reputation for sourcing rare coloured gemstones. It became exclusive stockist of PureJewels’ 22ct Sunrise Gold Lotus Collection, reflecting its commitment to serving diverse communities while maintaining its focus on individuality and quality.
Alongside these investments, the business has developed a programme of events and collaborations designed to bring new audiences to the store and build connections beyond conventional retail. Initiatives include its Inspire & Desire educational events, Dazzle & Decadence bridal experience, Ainsworth Presents collaborations and Ainsworth at Home private jewellery experiences.
For Phil Ainsworth, who has spent more than three decades in the fifth-generation family business, and his wife, Helen Dimmick, the award represents recognition of a strategy that combines heritage with a clear vision for the future.
Phil Ainsworth said: “Winning Jewellery Retailer of the Year is an incredible achievement for all of us at Ainsworth Jewellers. To hear our name announced and receive such a fantastic response from the room was genuinely overwhelming.
“We have worked incredibly hard to evolve the business, challenge traditional ideas about jewellery retail and create something that feels truly unique and different. Our heritage is enormously important to us, but we have never believed that standing still is an option.”
Helen Dimmick added: “For us, buying jewellery should never simply be a transaction. It is about understanding people, the occasions they are celebrating and the stories they want a piece to tell. We want every customer to leave with not only something beautiful, but also the knowledge, confidence and memories that make the experience special.
“This award is a wonderful endorsement of that philosophy and a testament to the hard work, creativity and commitment of our team. We are incredibly proud of what we have achieved together and excited about what comes next.”
